Seems every business owner and their dog is blogging. That is probably because the benefits to your company can be vast if done properly. If you are already blogging, I’m sure you’ve read about how it is good for driving traffic to your site if update regularly (for starters, Google loves all the new content). But what if your blog is just not bringing the sizzle and it does not actually have any readers. Have you assessed who you are trying to attract, is it inline with what you are blogging about? Are you giving them a reason to actually visit your blog?

Often times people forget what I like to call the 1-2 punch of blogging. First, through your blog you want to evoke an emotion or a feeling from your readers. The second part of the punch is to add value above and beyond your normal product offering.

A great reason to blog is to give personality to your comapny or brand. This is a space online where you can explore not just what your company does, but what feeling do you want your business to evoke in people. Take for example if you own a clothing business for kids. The fact of the matter is that you create clothes to clothe people, the squishy feely part of the business is that you create clothes to keep precious little people safe and protected from the elements. How could you turn an emotion such as “safety” and “protection” into a blog post that will attract your readers? Remember, people are often driven by emotion when making a purchase. How can you drive that emotional pull through the roof?

Ok, so your an online shop selling the same goods as about 25 other bazillion shops around the world. With your blog, you can set yourself apart by adding an extra service such as a regular how-to feature (care for, clean, match, etc…), downloadable ecards, other uses of your product, client testimonials and success stories are all great uses for your company blog. If your regular feature is engaging enough, it will bring people back, um, regularly of course. Leave the selling of the product to your actual product website. Don’t forget to get your readers involved – polls, requests for feedback and other interactive elements also make a successful blog.

Think about a feeling your business can evoke in others. Can you deliver the 1-2 punch through blogging?

Related articles by Zemanta

• The Greatest But Most Obvious Blog Secret Of All (slyvisions.com)
• Blogging as Creative Destruction (cloudave.com)